Facebook Lead Forms vs. Sending Traffic to Your Website
When generating leads (for services, real estate, etc.), you have a choice: keep them on Facebook or send them to your site. Both have pros and cons.
Here is the showdown.
Facebook Lead Forms (On-Platform)
Pros: Faster. Easier for the user (auto-fills info). Cheaper Cost Per Lead.
Cons: Lead quality can be lower. People sometimes submit by accident or forget they did it.
Website Landing Pages (Off-Platform)
Pros: Higher quality. You can educate them more on your site before they sign up. You can install the Pixel to retarget them later.
Cons: More friction. If your site is slow, you lose them. Usually more expensive.
The Verdict?
If you have a fast, high-converting website, send them there. If you don't (or if your site is bad on mobile), use Facebook Lead Forms.
Improving Lead Form Quality
If you use Lead Forms, use the 'Higher Intent' setting which adds a review screen before they submit. Also, make sure your ad copy clearly explains what they are signing up for. Stirling writes clear, concise copy that sets the right expectations for your leads.
